A week after rival Coles unleashed its new “Unreal Deals” campaign – featuring a new superhero character called Col – Woolworths has returned fire with its own deep price discounting campaign.

Woolworths, which has claimed that since launching ‘More Savings Every Day’ in May, customers had saved more than $80 million through its Every Day Value program, today launched 'Big Family Specials', which includes meaty percentage discounts on “regular, yet often costly, family purchases”. 

The supermarket giant said that Big Family Savings is sure to become a "customer hero" as they seek to keep a close eye on their household budget.

“Tjeerd Jegen, managing director of Woolworths, said waves of the week-long Big Family Specials will make a real difference to anyone looking for value in their weekly shop.

“Woolworths is taking a single-minded approach to delivering value to our customers. These deep discounts on key items through Big Family Specials, in addition to the long-term Every Day Value price cuts and Extra Special discounts for Everyday Rewards members, are bringing real value to the weekly shop,” he said.

"Our investment to lower prices shows that we have listened to our customers and want to make a difference where it really counts,” added Jegen.